Media research is good for news
Research conducted by media agency Feather Brooksbank, through IPSOS Mori, has indicated that the newspaper industry should remain healthy in Scotland, finding that Scots are more likely to buy a newspaper than people south of the border.
The media buyer’s Consumer Connection Study 2008, which questioned 11,000 consumers across the UK between the ages of 15 and 75 about a range of media consumption issues, found that Scotland has a heavier consumption of newspapers than the rest of the UK, with 37 percent of Scottish ‘heavy consumers’ buying newspapers in comparison to the UK’s ‘heavy consumer’ average of 28 percent.
Meanwhile, 35 percent of Scottish adults claim “they would be lost without their newspaper” against only 27 percent in the UK. Despite this, the popularity of newspapers is still waning with 11 percent fewer Scots being “lost without their newspapers” than in 2005 when the same research was last conducted.